Member Article

Yorkshire agencies help Costcutter smash first YouTube campaign

Costcutter’s first national pre-roll advertising campaign on YouTube has exceeded projections with an average View Through Rate (VTR) of 91% over its three stages. It also achieved 780,813 impressions over the same period. The initial target was to achieve the industry KPI of 60% VTR - YouTube’s measure of a good campaign.

Creative elements were devised by Sheffield agency Front whilst media planning and buying was handled by Boutique in Leeds. Through collaborating as one team Front and Boutique were able to deliver shared learnings and improved performance across the campaign period.

The rationale behind the campaign was to present and measure the impact of the brand promise that Costcutter is on their customers’ side, giving them the freedom to enjoy the more carefree and unexpected moments in life both in how the brand communicates and through its value offers. YouTube was chosen as it is an ideal creative platform to deliver unexpected concepts through the use of film and in its ability to measure whether the campaign was creating new levels of engagement for the brand that could be measured against existing metrics.

The creative used the “skip video” button as a key element of the campaign. This innovative approach both presented the brand as charming and witty and also as an enabler of good moments - both key brand attributes - whilst appreciating and respecting that the viewer is ultimately in control.

Jennifer Steel, Brand Manager at Costcutter said: “Working with agencies that pro-actively combine their expertise like Front and Boutique is delivering great results for the brand and helping us meet our objectives.“

The campaign was shortlisted for Best Digital Marketing Campaign (Retail) at the recent Northern Digital Awards.

This was posted in Bdaily's Members' News section by Front .